Marketing online might conjure up images of building a presence across multiple platforms. With everyone and their neighbour getting online, there is a lot of emphasis on finding a way to stand out in the crowd. But, this shouldn’t be the sole factor in motivating a brand to build its presence on every imaginable social media platform. A digital presence for the sake of it comes across to the recipients of the branding information on these platforms, as being a product of disinterested effort on part of the brand itself. This might wind up being counter-productive to the brand image.

If you’re here with hazy to vague knowledge on the Free Basics debate, let’s start by jogging your memory on what Net Neutrality is by directing you to our earlier post on the topic. The significantly hyped up Free Basics programme from Facebook has run into quite a bit of trouble, particularly around those who believe firmly in entrenched values of free and open access internet in India, replete with equality.

In a short span of four years, many of us in India have latched on to online shopping for home décor and furniture. The birth and growth of Urban Ladder is intertwined with this change. Offering everything from accessories to full-fledged practical pieces of furniture directly up to the customer’s doorstep, Urban Ladder has redefined the experience that furniture shopping is, in itself. While being one of the first movers in the process of shifting the spotlight on furniture shopping from the offline market space to the online market space, Urban Ladder captured a significant segment of the market through its focused marketing efforts.